Wednesday, July 28, 2010

Based on reading various blog posts, comments made on Facebook/Twitter, and overall usage of the social media sites dedicated to the museum:

Topics range from conversations about artworks within the museum collection to exhibit reviews, ending with articles that don’t specifically reference the museum but the museum culture (such as articles on famous artists or other museums)

Tone overall is very relaxed and focused with a positive energy. Some good examples of these comments are:

Jackie Johnson Burns- I still say good to MOMA, way to go. This is a great way to get people acquainted with any artists work! July 20 at 2:16pm

However, there was some backfire on one Facebook post where the authors did not seem to have the complete audience in mind when posting and received some backlash from their audience of art enthusiasts (pictured below)

Engagement/Feedback is good but could be better, particularly with the blog. Where the Facebook page is continually getting an average of 35-40 comments per post, the blog sometimes produces 0 comments. It does seem they are reaching their target audience which includes both an international and domestic audience as some posts are in other languages.

Recommendations based on Analysis

In order to increase traffic to the blog I think it would be helpful to cross reference their media sites within each platform. I would suggest considering posting links directly to the blog more often on the Facebook page and referencing it occasionally in Tweets. It also may be useful if you could post anonymously to articles rather than requiring visitors to share their email addresses. As we have learned, blogs are a tool to communicate and while I can see how the museum would like to have an email address to privately address any issues or comments, it would probably be best if they could address these in the format they were received, as a blog comment and perhaps then invite a private or formal conversation. What we have learned though, is the more transparency that is offered, the better, and I agree that this would apply across all types of organizations, whether government or nongovernment, for profit or nonprofit.

Tweets are at a minimum daily with responses and sometimes additional tweets

Has 238,770 Followers and 1,415 Tweets total

SEO

For “MOMA”-Excellent just about every link on the first search results page points to MOMA’s primary sites or indirectly through third parties.For “Museum of Modern Art”-Good-half of the links on the first search results page points to MOMA’s primary sites or indirectly through third parties.

Monitoring the Museum of Modern Art in New York has shown me that not only are they a leader in the museum industry but also a leader amongst organizations who optimally use social media.

If they were to contract me to monitor their social media presence, I would present the following report:

Social Monitoring Report

Background Information

Museum of Modern Art

New York City, NY

A leader not only in the world of modern art, but the museum industry as a whole, the museum currently holds more than 150,000 individual works of art. This excerpt is taken from the museum’s Mission Statement:

“Central to The Museum of Modern Art's mission is the encouragement of an ever-deeper understanding and enjoyment of modern and contemporary art by the diverse local, national, and international audiences that it serves.”

The museum launched a blog in November 2009, approachable through its landing page that will serve to drive repeat traffic to the site as well as engage its visitors in a new and exciting way.

Goals

Through social media monitoring, the client’s goal is to see how the blog is affecting the web traffic, specifically targeting the local users. The client would like to examine the following:

Is the blog visible enough?

Is it being utilized by the target audience (Art enthusiasts, both here and abroad)?